Marketing for the modern customer journey: Learn from thought leaders in a changing industry

The role of advertising—helping marketers grow their business—never changes. But a rapidly evolving landscape, including shifts in consumer behavior and changes in the ads ecosystem, has driven marketers to rethink how exactly they go about doing this.

In partnership with leaders within our Global Marketing Data & Analytics Council, we’ve released Marketing for the Modern Customer Journey: Learning from Thought Leaders in a Changing Industry, an industry perspective on best practices for full-funnel marketing. This report investigates the evolution of the customer journey in the face of changing consumer behaviors and industry dynamics—and how leading organizations are changing to capitalize on these opportunities.

This report covers:

The evolution of full-funnel marketing: Marketers are increasingly implementing more modern and holistic approaches to the consumer journey and expanding their advertising efforts into new parts of the funnel. Certain brand advertisers are moving down the funnel, while certain performance marketers are moving up the funnel.

An organizational shift: How marketers are building organizations that drive greater efficiency around the evolving consumer journey, moving away from siloed teams and working collaboratively with C-suite executives.

Consumer-centered tools and technology: The need for personalization and data strategies to boost brand connection at all stages of the consumer journey.

Data, measurement and experimentation: An overview of the strategies and mindsets that can help marketers make smarter decisions and increase the efficiency of ad campaigns across the funnel.